Building automated sales system based on сall tracking

Market Ria is an online auto part store with a general website traffic of 140K users per month. This trading platform sells tires, discs and different accessories. The store is a project of one of the most popular European auto shops auto.ria.com.

Challenges:

A large volume of data (characteristics of the goods, their availability in stock) wasn’t presented in a systematized way. There wasn’t any tool to determine the profitability when buying via the website or telephone.

The preliminary analysis of site-conversion data showed that a greater part of orders were made through the cart or via the phone calls.

Solution:

  • Ringostat set up the inbound calls monitoring, so it became possible to associate the amount calls with the number of online sales broken down by the advertising campaigns.
  • We created an automated system where the information about transactions and user’s visits was complemented by Ringostat data and then imported to CRM system and Google Analytics.
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  • All inbound calls were managed by Ringostat cloud PBX.

Results:

Ringostat detected that during 6 months more than 80% of all orders from paid search were made via phone. However, the part of phone calls in a total sales volume reached only 63%. For example, in June online sales represented less than 10% while the volume of sales via the mobile phone remained 80%.

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Market Ria decided to record phone calls with the help of Ringostat virtual PBX in order to conduct in-depth call analysis. The obtained data allowed to determine the common patterns in lost sales opportunities:

  • Clients used one phone number to make the first call or communicate with sales agents and another number to place an order;
  • Visitors came from paid online campaigns of one category of goods and eventually bought another one;
  • People were making calls from pay-per-click channel in order to receive additional information, not to place orders;
  • Goods weren’t available in stock.
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All inbound calls were categorized:

  • orders or consultations followed by the orders,
  • consultations not followed by any orders,
  • goods not available in stock,
  • wrong number,
  • untargeted calls,
  • “discarded” calls,
  • lost calls from the call center.

It appeared that 27,6% of calls from Google Adwords and 35,3% of calls from Yandex.Direct were made just for consultation, so the new space for the sales improvements was found. Moreover, the number of “discarded” calls (the calls that were interrupted for technical reasons) represented 24,1% among the calls made from Google.Adwords.

The ability to record phone conversations allowed to determine the reasons of lost opportunities via phone: about 30% of phone calls from two advertising channels were accomplished for the consultation, 24% of calls from Google Adwords didn’t take place for technical reasons.

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